题目内容
When BMW first made its strong competitive push into the US market in the early 1980s, it positioned the brand as the only automobile that offered both luxury (competing with Cadillac) and performance (competing with the Corvette), which is known as ________ because it uses points-of-difference and points-of-parity across categories.
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Nivea became the leader in the skin cream class on the "gentle," "protective," and "caring" platform. The company further moved into classes such as deodorants, shampoos, and cosmetics. Attributes like gentle and caring were of no value unless consumers believed that its deodorant was strong enough, its shampoo would cleanse, and its cosmetics would be colorful enough. This is an example of ________.
________ are associations designed to overcome perceived weaknesses of the brand.
A marketer that wants to anchor a point-of-difference for Dove soap on brand benefits might emphasize which of the following?
Marketers typically focus on brand ________ in choosing the points-of-parity and points-of-difference that make up their brand positioning.
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